PUTRI ARIZONA, NADYA (2021) PENGARUH KESADARAN MEREK DAN PERSEPSI KUALITAS TERHADAP KEPUTUSAN PEMBELIAN YANG DIMEDIASI OLEH CITRA MEREK PRODUK HAND SANITIZER ANTIS (Studi Kasus Dimasa Pandemi Covid-19 Pada Mahasiswa/i STEI Rawamangun Jakarta). Skripsi thesis, Sekolah Tinggi Ilmu Ekonomi Indonesia Jakarta.
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Abstract
ABSTRAK Penelitian ini bertujuan untuk mengetahui dan menganalisis pengaruh kesadaran merek dan persepsi kualitas terhadap keputusan pembelian yang dimediasi oleh citra merek produk hand sanitizer Antis dimasa pandemi covid-19 pada mahasiswa/i STEI Rawamangun Jakarta. Populasi dalam penelitian ini adalah seluruh mahasiswa STEI. Strategi yang digunakan dalam penelitian ini adalah strategi penelitian yang bersifat asosiatif. Metoda yang digunakan dalam pengumpulan data ialah menggunakan kuesioner yang diukur oleh skala likert. Teknik pengambilan sampel dalam penelitian ini menggunakan teknik non probability sampling dengan jumlah sampel sebanyak 100 responden. Analisis data yang digunakan dalam penelitian ini adalah Analisis Jalur (Path Analysis). Dalam pengolahan data ini menggunakan program SmartPLS versi 3.0. Hasil dari penelitian ini menunjukkan bahwa variabel kesadaran merek dan citra merek terdapat pengaruh langsung secara signifikan terhadap keputusan pembelian. Variabel persepsi kualitas tidak terdapat pengaruh langsung terhadap keputusan pembelian. Terdapat pengaruh langsung secara signifikan kesadaran merek dan persepsi kualitas terhadap citra merek. Terdapat pengaruh tidak langsung secara signifikan kesadaran merek dan persepsi kualitas erhadap keputusan pembelian melalui citra merek. Kata Kunci : Kesadaran Merek, Persepsi Kualitas, Keputusan Pembelian dan Citra Merek ABSTRACT The study was conducted to determine and analyze the effect of brand awareness and perceived quality on purchasing decisions through the mediation of the brand image of Antis hand sanitizer products during the Covid-19 pandemic in STEI Rawamangun Jakarta students. The strategy used in this research is an associative research strategy. The method used in data collection is to use a questionnaire which is measured by a Likert scale. The non probability sampling technique was used in taking research samples with a total sample size of 100 respondents. The data analysis used in this research is Path Analysis. SmartPLS program version 3.0. used in research data processing. Brand awareness and brand image variables have a significant direct effect on purchasing decisions shown in the results of the study. While the perceived quality variable has no direct influence on purchasing decisions. The brand image is significantly influenced directly by brand awareness and perceived quality. Purchase decisions through brand image are indirectly influenced significantly by brand awareness and perceived quality. Keywords : Brand Awareness, Perceived Quality, Purchase Decisions and Brand Image
| Item Type: | Thesis (Skripsi) | ||||||||
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| Subjects: | Manajemen > Manajemen Pemasaran | ||||||||
| Divisions: | S1 Manajemen | ||||||||
| Depositing User: | Ms Nadya Putri Arizona | ||||||||
| Date Deposited: | 08 Apr 2021 03:18 | ||||||||
| Last Modified: | 08 Apr 2021 03:18 | ||||||||
| URI: | http://repository.stei.ac.id/id/eprint/4221 |
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